Being able to report back to the parent organization that they had won the award gave them leverage and credibility. This attraction is also somewhat unique in that it falls under the business banner of a real estate agency, SL Green Realty, which purchased the property in the early aughts and hired architect Kohn Pedersen Fox to build out the skyscraper. SUMMIT One Vanderbilt’s marketing team used the award in its PR efforts and social media posting. The Remarkable Venue Award wasn’t just an honor, though. It was nice to have that recognition very early on.” “There were some other great venues nominated, so the fact that we won was really rewarding. In addition to all the other promotional support Tiqets lent SUMMIT One Vanderbilt, being awarded the Remarkable Venue Award (RVA) for “Best Attraction” in 2022 was extra acknowledgment and credibility for the attraction. They were on the hook to find different and creative ways to spread the word about “yet another” new attraction in NYC. But the marketing couldn’t stop there if SUMMIT One Vanderbilt wanted to take advantage of the legions of people globally eager to start traveling and sightseeing again. With everyone stuck inside and glued to their phones for months and months, such a visually striking attraction got attention on Instagram and TikTok. The internal team did a great job with social marketing. The main area the team at SUMMIT One Vanderbilt needed outside support was with marketing. As Chirouze describes, “It was a little heavy on the operational department at first, but nothing any other attraction hasn’t gone through.” Launch plans had been in place since before the pandemic, so the team had to quickly figure out how to integrate vaccine checks into the experience and how to compare their own data against the mass mandates. But we didn’t have that because of the pandemic.” “Ideally, we would have needed a year and a half, prior to the opening, to get out and talk up the mission, brand, and product. “We opened in October 2021,” explains Claire Chirouze Ulloa, Global Tour and Trade Sales Manager of SUMMIT One Vanderbilt. Opening a new attraction is always a challenge, but for SUMMIT One Vanderbilt, opening in 2021 was even more acute. With Tiqets, the glamorous observation deck got the promotional boost – and the technology – it needed, and even won a Remarkable Venue Award along the way. They needed a global marketing partner – an OTA that could reach entirely new audiences and bring some industry cred to the venue. The whole experience is a visual wonder, which makes for compelling social media marketing.īut visuals and social buzz alone are not enough to launch a high-profile attraction like SUMMIT One Vanderbilt that hopes to attract sightseers from around the world. This modern addition to the oeuvre of urban observatories sits atop a brand new, state-of-the-art skyscraper overlooking Grand Central Terminal and features a glass skybox Levitation, hovering a thousand feet over Madison Avenue, as well as Ascent, a glass elevator, which rises even higher. It’s a whole vibe, an architectural wonder, a multisensory art immersion. On the one hand, the attraction’s promoters had a distinct advantage: SUMMIT One Vanderbilt is not just another NYC observation deck. In a pandemic year when nothing was normal and every standard launch protocol was turned upside down, the team at SUMMIT One Vanderbilt had a planned launch to execute amidst COVID-19 restrictions and social craziness.
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